Unlike the traditional norms of the beauty industry, modern cosmetic and skincare brands are now creating products specifically designed for Indian skin. They recognize that today’s youth no longer wants to whiten their naturally beautiful brown skin. Among the emerging names in this space is FAE Beauty, founded in August 2019. FAE, which stands for Free and Equal, is committed to redefining beauty standards.
FAE Beauty aims to make the relationship with beauty products less intimidating for skeptics, more convenient for the busy and unbothered, and more inclusive for those who have long felt marginalized, sidelined, or ignored.
Breaking Conventional Norms
Around 74% women in India fall under brown-to-dark-brown spectrum. Karishma Kewalramani, the founder of FAE Beauty felt a crtitical gap in the beauty market. The then brands were catering primarily to whiter, picture perfect spotless skin. So. she chose to address this gap and by showcasing real individuals with darker skin tones, natural hair, and imperfections such as acne through her own brand called FAE Beauty.
Strategic Growth and Financial Discipline
Despite its bold mission, FAE Beauty’s journey has not been without challenges. Initially bootstrapped, the brand relied heavily on social media campaigns and influencer collaborations to build visibility. By 2022, its portfolio expanded to over 50 products across e-commerce platforms2. However, balancing innovation with financial sustainability proved crucial. The company restructured its operations to focus on best-selling products like the Lip Whip while reducing marketing expenses from 35% to more sustainable levels.
The brand’s strategic pivot into quick commerce was particularly impactful, contributing 25% of total revenue within three months. With profitability in sight—achieving a 12% EBITDA—the company secured a Shark Tank India deal at a valuation of ₹66.67 Crores in early 2025.
Products Offered by FAE Beauty
Skincare Products
- Hydra Milk Toner – A vegan and cruelty-free toner with ceramides, hyaluronic acid, and niacinamide.
- Daily Dip Moisturizer – A lightweight daily moisturizer enriched with ceramides, hyaluronic acid, and PGA.
- Face Mop Cleansing Balm – A makeup-removing balm that transitions from balm to oil for effective cleansing.
- No BS Cleanser – A creamy, non-stripping face cleanser with cucumber and cantaloupe extracts.
- Basic Skinstick – A roll-on serum stick designed for hydration and soothing skin.
Sun Protection
- SPF Juice SPF 50+ – A lightweight sunscreen offering SPF 50+ PA+++ protection without leaving a white cast.
Makeup Products
- Lip Whip Liquid Matte Lipstick – A long-wear liquid matte lipstick with a velvety texture.
- Re:Define Lip Liner – Retractable lip liners with a matte finish for long-lasting coverage.
- Peptide Glaws Gloss – Nourishing lip gloss for smoother, fuller-looking lips.
- Lush Blush – A creamy liquid blush with a serum-like finish for a radiant look.
FAE Beauty on SharkTank India
Karishma’s pitch was as bold as her brand’s mission. When she entered the Shark Tank arena, she was looking for a Rs 1 crore investment in exchange for just 1% equity, valuing FAE Beauty at a cool Rs 100 crore. This came despite having already diluted 38% of her equity in earlier funding rounds—a testament to her belief in the company’s future.
“I will dilute myself, but I will keep my company going. It is going to work.”
The Sharks were in shock after hearing about FAE Beauty’s losses. Karishma shared that in the first year, FAE earned Rs 30 lakh at a loss of Rs 80 lakh. After this, they earned Rs 3.3 crore at a loss of Rs 2.5 crore.
However, Karishma’s stern believe in the company was strong enough to keep the Sharks on board.
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